There are a number of reasons why print is a popular medium for snow sports retailers. First, it is a targetable medium. To reach your target audience, you can purchase print by specific geographies or by editorial focus. Depending upon the publication, you can purchase print by zip code, market, region/county, state and nationally. Many niche publications serve special interests. Using them is a great way to reach the people that care most about your products. Second, print can be very effective because it is a “long format vehicle.” Consumers tend to spend more time with print than other forms of media. So, you can include more compelling information in your messaging. Third, some print (like magazines and the yellow pages) has a longer shelf life, so prospects can reference it later. Fourth, print provides couponing opportunities to drive traffic to the stores. Fifth, it is an effective driver to the web. Many people go to the website after seeing an ad in print.
Print media includes Newspaper, Magazines, Yellow Pages and Flyer advertising. Depending on your goals and budget, you may choose one print vehicle over another. Information on each vehicle is outlined in the following sections: